Three items measure the degree of emotional connection and pleasure a consumer has with a particular product, emphasising love, possession salience, and enjoyment of use. Applicable to any product for which consumers may develop personal attachment.
5-point Likert (1=strongly disagree, 5=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Blanks should be filled with the product name or a generic descriptor appropriate to the study context. The brand-category combination (e.g., 'Jeep vehicle') was used in the original study. The 5-point format should be noted when comparing with 7-point versions of similar scales.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(January), 38–54.
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